What data can I get from Google Analytics?

Overview

With Google Analytics it is possible set up nine different report types; Standard, Product Performance, Sales Performance, Events report, Multi-channel funnel report, Site speed report, Interests report, Users report, CM & DV360 report. The differences are in which metrics are supported and what dimensions are possible to choose. The general limitation of the connector is that we can only get 8 Dimensions in one data source.

Segments

Segments can be added to all reports except the Multi-channel funnel report. When adding multiple segments you will get all data in segment A plus all data in segment B, so try to avoid selecting overlapping segments.

To add a segment when configuring a new source, follow these steps:

Make sure Configure sources individually is toggled at the top of the page (if you connect multiple sources)
Select the Segment dimension and select the segments you want in the segment checkbox

You can also add a segment to an existing data source by clicking edit configuration, then you only have to do step 2 above.

Standard report

The standard report offers what we consider to be standard dimensions which are paired with standard metrics. In this report you can also opt in to get metrics for goal metrics and some ecommerce metrics

Available dimensions

Ad Content
Ad Distribution Network
Ad Format
Age (*)
Browser
Campaign
City
Country
Country ISO Code
Default Channel Grouping
Destination URL
Device Category
Display URL
Gender (*)
Google Ads: Ad Group
Google Ads: Ad Group ID
Google Ads Campaign ID
Google Ads Creative ID
Google Ads Criteria ID
Google Ads Customer ID
Hostname
Hour
Keyword (Term)
Keyword Match Type
Landing Page
Latitude
Longitude
Medium
Metro
Minute
Mobile Device Branding (*)
Mobile Device Info (*)
Mobile Device Marketing Name (*)
Mobile Device Model (*)
Operating System
Operating System Version
Page
Page Title
Query Match Type
Region
Search Query
Social Network
Source
Source / Medium
Targeting Type
Custom Dimensions 1 - 20
Segment

(*) Selecting this dimension may affect the metric totals, read more here.

Available metrics

Bounces
Entrances
Exits
New Users
Goal Completions (total)
Goal Value (total)
Goal XX Completions
Goal XX Value
Unique Purchases
Unique Pageviews
Pageviews
Product Revenue
Quantity
Quantity Added to Cart (Enhanced Ecommerce only)
Quantity Checked Out (Enhanced Ecommerce only)
Quantity Refunded (Enhanced Ecommerce only)
Quantity Removed From Cart (Enhanced Ecommerce only)
Refunds (Enhanced Ecommerce only)
Sessions
Session Duration
Time On Page
Transaction Revenue
Transaction Shipping
Transaction Tax
Transactions

Product performance report

The Product Performance report offers dimensions and metrics which work together with Product dimensions and ecommerce metrics. In the connect you are able to choose which type of Google Analytics tracking you are using (Ecommerce/Enhanced Ecommerce). Unsure which tracking you are using? Read more here.

You are also asked if you want to include Product Category, this is separated in the connect since it will remove some dimensions which are not compatible with Product Category.

Available dimensions

Ad Content
Age (*)
Browser
Campaign
City
Country
Country ISO Code
Default Channel Grouping
Device Category
Gender (*)
Google Ads: Ad Group
Google Ads Campaign ID
Google Ads Creative ID
Google Ads Customer ID
Google Ads Criteria ID
Hostname
Hour
Keyword (Term)
Latitude
Longitude
Medium
Metro
Mobile Device Branding (*)
Mobile Device Info (*)
Mobile Device Marketing Name (*)
Mobile Device Model (*)
Operating System
Operating System Version
Product
Product Brand
Product Category
Product Category (Enhanced Ecommerce)
Product Coupon Code
Product SKU
Product Variant
Region
Social Network
Source
Source / Medium
Transaction ID
Custom Dimensions 1 - 20
Segment

(*) Selecting this dimension may affect the metric totals, read more here.

Available metrics

Product Refunds (Enhanced Ecommerce only)
Product Refund Amount (Enhanced Ecommerce only)
Product Revenue
Quantity
Quantity Added to Cart (Enhanced Ecommerce only)
Quantity Checked Out (Enhanced Ecommerce only)
Quantity Refunded (Enhanced Ecommerce only)
Quantity Removed From Cart (Enhanced Ecommerce only)
Product Adds To Cart (Enhanced Ecommerce only)
Product Checkouts (Enhanced Ecommerce only)
Product List Clicks (Enhanced Ecommerce only)
Product List Views (Enhanced Ecommerce only)
Product Removes From Cart (Enhanced Ecommerce only)
Product Detail Views (Enhanced Ecommerce only)
Unique Purchases

Sales performance report

The Sales Performance report offers dimensions and metrics which you can display in the Google Analytics UI for the Ecommerce Sales Performance report.
In the connect you are able to choose which type of Google Analytics tracking you are using (Ecommerce/Enhanced Ecommerce). Unsure which tracking you are using? Read more here.

Available dimensions

Affiliation
Browser
Campaign
City
Country
Country ISO Code
Default Channel Grouping
Device Category
Google Ads: Ad Group
Google Ads Campaign ID
Google Ads Creative ID
Google Ads Customer ID
Google Ads Criteria ID
Hostname
Hour
Keyword (Term)
Landing Page
Latitude
Longitude
Medium
Metro
Minute
Mobile Device Branding (*)
Mobile Device Info (*)
Mobile Device Marketing Name (*)
Mobile Device Model (*)
Operating System
Operating System Version
Order Coupon Code
Page
Region
Social Network
Source
Source / Medium
Transaction ID
Custom Dimensions 1 - 20
Segment

(*) Selecting this dimension may affect the metric totals, read more here.

Available metrics

Quantity
Refund Amount (Enhanced Ecommerce only)
Transactions
Transaction Revenue
Transaction Shipping
Transaction Tax

Multi-channel funnel report

This report describes the users conversion path, read more here.

Available dimensions

Ad Content
Ad Distribution Network
Conversion Type
Conversion Goal Number
Campaign
Default Channel Grouping
Destination URL
Display URL
Google Ads Ad Group
Google Ads Ad Group ID
Google Ads Campaign
Google Ads Campaign ID
Google Ads Customer ID
Google Ads Creative ID
Keyword (term)
Keyword Match Type
Medium
Query Match Type
Search Query
Source
Source / Medium
Targeting Type
Transaction ID

Available metrics

First Click Conversions
First Click Conversion Value
Last Click or Direct Conversions
Last Click or Direct Conversion Value
Assisted Conversions (Non-aggregatable metric, per 1 day)
Assisted Conversion Value (Non-aggregatable metric, per 1 day)

Events report

Custom events for content interaction, read more here.

Available dimensions

Ad Content
This Browser
Campaign
City
Country
Country ISO Code
Default Channel Grouping
Device Category
Event Action
Event Category
Event Label
Hostname
Hour
Keyword (Term)
Landing Page
Latitude
Longitude
Medium
Metro
Mobile Device Branding (*)
Mobile Device Info (*)
Mobile Device Marketing Name (*)
Mobile Device Model (*)
Operating System
Operating System Version
Page
Page Title
Region
Social Network
Source
Source / Medium
Custom Dimensions 1 - 20
Segment

(*) Selecting this dimension may affect the metric totals, read more here.

Available metrics

Total Events
Unique Events
Event Value

Site speed report

See user interaction statistics for your view, read more here.

Available dimensions

Browser
Campaign
City
Country
Country ISO Code
Default Channel Grouping
Device Category
Hostname
Hour
Keyword (Term)
Landing Page
Medium
Metro
Mobile Device Branding (*)
Mobile Device Info (*)
Mobile Device Marketing Name (*)
Mobile Device Model (*)
Operating System
Operating System Version
Region
Social Network
Source
Source / Medium
Page
Page Title
Segment

(*) Selecting this dimension may affect the metric totals, read more here.

Available metrics

Avg. Page Load Time
Avg. Domain Lookup Time
Avg. Page Download Time
Avg. Redirection Time
Avg. Server Connection Time
Avg. Server Response Time
Avg. Document Interactive Time
Avg. Document Content Loaded Time
Domain Lookup Time
Document Interactive Time
Document Content Loaded Time
DOM Latency Metrics Sample
Page Load Time
Page Load Sample
Page Download Time
Redirection Time
Server Connection Time
Server Response Time
Speed Metrics Sample

Interests report

The interest report is a non-aggregatable report which offers two main dimensions In-Market Segment and Affinity Category (Reach). Read more about non-aggregatable reports.

You need to choose the time window which you want each data point to represent in Funnel. You can choose 1 day, 7 day, 14 day and 30 day time window. Choosing a 7 day time window would mean that on each given date in Funnel 7 days of data is represented on that date.

Available dimensions

In-Market Segment
Affinity Category (Reach)
Ad Content
Browser
Campaign
City
Country
Country ISO Code
Default Channel Grouping
Device Category
Google Ads: Ad Group
Google Ads Campaign ID
Google Ads Creative ID
Google Ads Customer ID
Hostname
Hour
Keyword (Term)
Latitude
Longitude
Medium
Landing page
Metro
Mobile Device Branding (*)
Mobile Device Info (*)
Mobile Device Marketing Name (*)
Mobile Device Model (*)
Operating System
Operating System Version
Page
Page Title
Region
Social Network
Source
Source / Medium
Segment

(*) Selecting this dimension may affect the metric totals, read more here.

Available metrics

Bounces
New Users
Users
Goal Completions (total)
Goal Value (total)
Unique Purchases
Pageviews
Sessions
Session Duration
Time On Page
Transaction Revenue
Transactions

Users report

The User report is a non-aggregatable report which offers the Users metric with different dimensions. Read more about non-aggregatable reports.

You need to choose the time window which you want each data point to represent in Funnel. You can choose 1 day, 7 day, 14 day and 30 day time window. Choosing a 7 day time window would mean that on each given date in Funnel 7 days of data is represented on that date.

Available dimensions

Ad Content
Ad Distribution Network
Ad Format
Age (*)
Browser
Campaign
City
Country
Country ISO Code
Default Channel Grouping
Destination URL
Device Category
Display URL
Gender (*)
Google Ads: Ad Group
Google Ads: Ad Group ID
Google Ads Campaign ID
Google Ads Creative ID
Google Ads Criteria ID
Google Ads Customer ID
Hostname
Hour
Keyword (Term)
Keyword Match Type
Landing Page
Latitude
Longitude
Medium
Metro
Mobile Device Branding (*)
Mobile Device Info (*)
Mobile Device Marketing Name (*)
Mobile Device Model (*)
Operating System
Operating System Version
Page
Page Title
Query Match Type
Region
Search Query
Social Network
Source
Source / Medium
Targeting Type
Segment

(*) Selecting this dimension may affect the metric totals, read more here.

Available metrics

Users

CM & DV360 report

You need to be a Analytics 360 customer with a linked Campaign Manager and/or Display & Video 360 (Bid manager) account to use this report. Read more in these help articles from Google:

Available dimensions if CM Model is selected

Browser
City
CM Ad
CM Ad ID (CM Model)
CM Ad Type (CM Model)
CM Ad Type ID (CM Model)
CM Advertiser (CM Model)
CM Advertiser ID (CM Model)
CM Attribution Type (CM Model)
CM Campaign (CM Model)
CM Campaign ID (CM Model)
CM Creative ID (CM Model)
CM Creative (CM Model)
CM Rendering ID (CM Model)
CM Creative Type (CM Model)
CM Creative Type ID (CM Model)
CM Creative Version (CM Model)
CM Site (CM Model)
CM Site ID (CM Model)
CM Placement (CM Model)
CM Placement ID (CM Model)
CM Floodlight Configuration ID (CM Model)
Country
Country ISO Code
Device Category
DV360 Advertiser (CM Model)
DV360 Advertiser ID (CM Model)
DV360 Creative ID (CM Model)
DV360 Exchange (CM Model)
DV360 Exchange ID (CM Model)
DV360 Insertion Order (CM Model)
DV360 Insertion Order ID (CM Model)
DV360 Line Item (CM Model)
DV360 Line Item ID (CM Model)
DV360 Site (CM Model)
DV360 Site ID (CM Model)
Hour
Latitude
Longitude
Metro
Operating System
Operating System Version
Region
Custom Dimensions 1 - 20
Segment

Available dimensions if GA Model is selected

Browser
Campaign
City
CM Ad (GA Model)
CM Ad ID (GA Model)
CM Ad Type (GA Model)
CM Ad Type ID
CM Advertiser (GA Model)
CM Advertiser ID (GA Model)
CM Campaign (GA Model)
CM Campaign ID (GA Model)
CM Creative ID (GA Model
CM Creative (GA Mode
CM Rendering ID (GA Model)
CM Creative Type (GA Model)
CM Creative Type ID (GA Model)
CM Creative Version (GA Model)
CM Site (GA Model
CM Site ID (GA Model
CM Placement (GA Model
CM Placement ID (GA Model)
CM Floodlight Configuration ID (GA Model)
Country
Country ISO Code
Default Channel Grouping
Destination URL
Device Category
Display URL
DV360 Advertiser (GA Model)
DV360 Advertiser ID (GA Model)
DV360 Creative ID (GA Model)
DV360 Exchange (GA Model)
DV360 Exchange ID (GA Model)
DV360 Insertion Order (GA Model)
DV360 Insertion Order ID (GA Model)
DV360 Line Item NAME (GA Model)
DV360 Line Item ID (GA Model)
DV360 Site (GA Model)
DV360 Site ID (GA Model)
Gender (*)
Google Ads: Ad Group
Google Ads: Ad Group ID
Google Ads Campaign ID
Google Ads Creative ID
Google Ads Criteria ID
Google Ads Customer ID
Hostname
Hour
Keyword (Term)
Keyword Match Type
Landing Page
Latitude
Longitude
Medium
Metro
Mobile Device Branding (*)
Mobile Device Info (*)
Mobile Device Marketing Name (*)
Mobile Device Model (*)
Operating System
Operating System Version
Page
Page Title
Query Match Type
Region
Search Query
Social Network
Source
Source / Medium
Targeting Type
Custom Dimensions 1 - 20
Segment

Available metrics if CM Model is selected

Bounces
New Users
Goal Completions (total)
Goal Value (total)
Goal XX Completions
Goal XX Value
Pageviews
Refunds (Enhanced Ecommerce only)
Sessions
Session Duration
Transaction Revenue
Transactions

Available metrics if GA Model is selected

Bounces
Entrances
Exits
New Users
Goal Completions (total)
Goal Value (total)
Goal XX Completions
Goal XX Value
Unique Purchases
Unique Pageviews
Pageviews
Refunds (Enhanced Ecommerce only)
Sessions
Session Duration
Time On Page
Transaction Revenue
Transaction Shipping
Transaction Tax
Transactions